At the 2023 Angus Convention, a session titled “Capturing Value” was held as part of Angus University’s educational program. This session focused on innovative marketing strategies for the beef cattle industry, particularly for those involved in cow-calf and seedstock operations.
The panel comprised four experts: Travis Mitchell from Clemson University’s Cooperative Extension Service, Lydia Yon of Yon Family Farms, Tracy Woods from 44 Farms, and Doug Stanton from IMI Global. These panellists brought diverse experiences and insights into cattle marketing, addressing the needs of producers across the United States.
Lydia Yon and Tracy Woods, representing seed stock operations, discussed their efforts in assisting their customers with effective cattle marketing. Yon Family Farms, based in Ridge Spring, South Carolina, conducts two sales annually, selling approximately 450 bulls annually.
Despite smaller herd sizes common in the Southeast, they face the challenge of remaining competitive.
Lydia Yon and Travis Mitchell, both from Saluda County, collaborate to support local producers in maximising the value of their cattle through various marketing options.
Travis Mitchell, with a decade of experience, organises biannual sales at local livestock auctions, helping farmers and ranchers create uniform load lots.
These sales are coordinated with the county’s cattlemen’s association and include uniform vaccination protocols and Global Animal Partnership Certification. Mitchell emphasises bridging the gap between seedstock producers, commercial cattlemen, and verification agencies.
The panel also highlighted the significance of carcass data in enhancing the value of cattle. Tracy Woods, as the chief genetics officer at 44 Farms, focuses on building supply chains that meet consumer demands for high-quality meat. He shared insights on how carcass data helps producers improve the quality of their cattle, ultimately benefiting both parties.
Doug Stanton from IMI Global discussed the role of third-party verification in the cattle market, noting the recent trend of record prices and the expectation of continued strong performance in the coming years.
IMI Global manages various beef verification programs, and Stanton emphasised the benefits of participating in value-added programs, especially given the current market premiums.
The session concluded with an interactive Q&A, allowing audience members to seek advice tailored to their individual operations and marketing strategies. For more detailed coverage and stories from the 2023 Angus Convention, interested parties can visit the Angus Association’s website.
